Kantar has launched Link AI for Digital, an artificial intelligence-powered ad testing solution designed specifically for digital ad formats.
Available on the firm's on-demand research platform Kantar Marketplace, Link AI for Digital claims to predict a digital ad's in-market performance within fifteen minutes. The new solution was trained using Link, the company's normative advertising database, which comprises more than 230,000 survey-enabled ad tests and 30 million real human interactions.
Kantar says users of the new tool can test digital ads in a wider range of scenarios than before. This could include testing competitors' ads, getting feedback on early versions in the creative development process, optimizing live campaigns in real time, and testing the assets associated with digital campaigns.
EVP Creative and Media Solutions Jane Ostler (pictured) comments: 'Link AI for Digital is a powerful artificial intelligence tool, which gives marketers the insight they need to respond to the specific challenges of the fastest-growing, most used marketing channel in the world. Given ever-increasing digital budgets, knowing which versions of ads will deliver the greatest ROI, and better understanding the performance of competitor ads, become more and more important'.
Web site: www.kantar.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.